Remember what I said about "lip service"?
If they want to care about stuff, that's kinda implying that they don't actually care about stuff (yet). Also, based on simple psychology, someone who chooses a spot in the conformist zone that requires giving lip service to something creates cognitive dissonance which easily produces second order desire to want what you claim you want. But what is frightening here is how this choice of values is arbitrary to the ultimate. If you'd judged another spot to be cheaper, you'd need to modify your values in a different way.
On both cases though, it seems that people really rarely move any bit towards actually caring about something.
What is a conformist zone and why is it spotted?
Remember what I said about "lip service"?
Lip service is "Oh, what is happening in Darfur is so terrible!". That is different from "If I was a better person I'd help the people of Darfur" or "I'm such a bad person, I bought a t.v. instead of giving to charity". The first signals empathy the second and third signal laziness or selfishness (and honesty I guess).
...If they want to care about stuff, that's kinda implying that they don't actually care about stuff (yet).
ITT we talk about whatever.